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THE AMERICAN HOTEL & Lodging Association recently announced three promotions among its leadership team. Kiersten Pearce was promoted to senior vice president for executive and strategic initiatives; Adrienne Weil was promoted to senior vice president for member engagement and services; and Kara Filer was promoted to senior vice president for strategic partnerships and business development. Pearce joined AHLA in 2018 and previously served as its vice president of member engagement and services, according to AHLA. In her new role she will develop industry initiatives that align with AHLA's strategic plan and organizational priorities. She'll also oversee the coordination of the AHLA board of directors, executive committee and associated committees, as well as operational functions, including legal. Weil previously served as AHLA's vice president of strategic partnerships and business development and led efforts to accelerate "non-dues" revenue growth from industry service providers and suppliers. In her new role, she will lead AHLA's membership team and spearhead efforts to optimize AHLA's committees and networks and ensure AHLA's differentiated value proposition remains relevant as member needs evolve.

LINA PATEL IS Red Roof's new director for strategic franchise initiatives. In the new role, Patel will direct the growth of Red Roof among diverse and underrepresented corporate and franchise communities. Patel has been a hotel owner for 23 years, according to the statement. Prior to joining Red Roof, she was the member of one of the industry's largest franchise advisory committees. In 2007, Patel joined the board of LPS of USA, a non-profit religious, cultural, and non-political organization providing support to American immigrants from India's Leuva Patidar region. She will report to Matthew Hostetler, Red Roof's chief development officer, the company said in a statement. "Lina is one of the strongest advocates for growth and diversity in our industry, and we are delighted to have her join our team as director of strategic initiatives," said George Limbert, president of Red Roof. "She brings a unique and multi-faceted background as a franchise owner, industry executive and AAHOA board member to her new role," Limbert added. Patel, who joined the board of AAHOA in 2017, played a role in launching the organization's HerOwnership program in 2022 - to help further foster, promote, and empower women entrepreneurs in hospitality sector. "With six years on the board of AAHOA, Lina has a deep understanding of the challenges everyday hotel owners face, as well as their paths to success, which she has demonstrated by example in her own career," Hostetler said. Hostetler said 35 percent of Red Roof's franchise system is represented by women.

Stuckey also worked for ShawContract where he directed that company's partnership with AAHOA. He also worked for InterContinental Hotels Group. "[Stuckey] brings substantial experience to his position and a sound strategic vision for the association's important business development work. He has an exceptional understanding of our members and the hospitality industry," said Cecil Staton, AAHOA president and CEO. Now is an important moment in the hospitality industry, Stuckey said. "AAHOA, its members, and industry partners have always been an important part of my hospitality career, including working and consulting directly with members," he said. "Feedback, partnership, growth, and innovation will be my mantra as we look to grow our value and connection with AAHOA members and industry partners, carrying out AAHOA's 2021-2023 Strategic Plan, and continuing down the road to recovery for the entire AAHOA community."

AAHOA MADE CHANGES to two leadership positions Monday with a promotion and a new hire. Heather Carnes to executive vice president for communications and chief strategy officer and hired Phelps Hope as its new executive vice president for operations and chief development officer. Carnes has been with AAHOA for three years, most recently as the association's vice president of marketing and communications, and has worked nearly her entire career in the association space, according to AAHOA. In her new role, she will focus on organizational strategy, marketing and communications, organizational culture and HR, education/program development and strategic partnerships. "It's an incredibly important time for AAHOA and our industry," Carnes said. "I'm thrilled to be moving into this new role where I can have an even greater impact on the organization, our overall strategic initiatives, and working alongside Laura Lee, Phelps, and the rest of the AAHOA team to make big things happen on behalf of our nearly 20,000 hotelier members."

WYNDHAM HOTELS & RESORTS recently named Amit Sripathi as chief development officer, taking over from Chip Ohlsson, who exits the company in June. Sripathi, who previously was Wyndham's senior vice president of strategic and corporate development, will head the company's North American franchise sales team. Before his tenure at Wyndham, he served as vice president of finance and capital markets at RLJ Lodging Trust, and as vice president of global investment banking at Deutsche Bank, Wyndham said in a statement. "Amit's deep experience in mergers and acquisitions and capital markets focused on the real estate and hospitality sectors at Deutsche Bank and RLJ Lodging are instrumental as we increase our focus on growing our midscale-and-above portfolio while reinforcing our leading position in the resilient select-service segments," said Geoff Ballotti, Wyndham's president and CEO. "Since joining Wyndham, Amit has demonstrated a strategic approach to growth. He's helped divest our owned and managed segments leading to a pure-play U.S. franchise business and worked with our sales teams across the country and around the world deploying over $250 million in development support for our owners. He hits the ground running, knowing what our franchise sales teams need to continue outperforming expectations."

HOTEL BRAND HIHOTELS by Hospitality International has partnered with Getaroom, a hotel distribution platform within OTA Priceline. The arrangement is expected to increase hihotels reservations capability through adding Getaroom's website and call center. The benefits for hihotels' five brands, Red Carpet Inn, Scottish Inns, Master Hosts Inns, Downtowner Inns and Passport Inn, include stronger distribution, access to more incremental guests and increased revenue, according to Hospitality International. "Hihotels is thrilled to announce this strategic alliance with Getaroom," said Gary Gobin, hihotels director of operations. "The opportunity to expand the distribution of our hotels is a top priority. This new relationship will help to bring more visibility to our hotels and offer budget-friendly accommodations to travelers."

PEACHTREE HOTEL GROUP and its affiliates added five executives to its management teams. These new appointments aim to strengthen the company's ability to support strategic growth objectives to scale its investment platform and further diversify allocation strategies, the company said in a statement. The Atlanta-based company, led by Jatin Desai and Mitul Patel as managing principals, appointed Matthew Ram as senior vice president of acquisitions and Susan McClure as vice president leadership and executive development. Will Woodworth assumed the role of vice president for investments, Nicole Havens is vice president of revenue management and Kelly Mascari is vice president of operations at PHG's affiliate Peachtree Hospitality Management.

Jennifer Stilwell is the new vice president of marketing for auroHOTELS, led by D.J. Rama as president and CEO. Previously, she served as chief marketing officer for VisitGreenvilleSC, the destination marketing organization for Greenville, South Carolina, where auroHOTELS is based. Prior to VisitGreenvilleSC, Stilwell led tourism brand marketing for Leslie Advertising, handling accounts such as the South Carolina Department of Parks, Recreation & Tourism. She also worked for New York ad agency Warren/Kremer representing NYCVB, Four Seasons Hotels & Resorts, La Cabana in Aruba and Club Med. A native of New Jersey, Stilwell graduated from Rollins College. While at VisitGreenvilleSC, where she also served as executive vice president and chief strategic officer, she directed and launched the "yeahTHATgreenville" rebranding campaign for the city.

KEN GREENE IS leaving his position as president and CEO of AAHOA to begin a new job with Dallas-based IBF Hospitality. AAHOA already has begun searching for his replacement. Greene will leave on Feb. 11, according to a statement. He was brought on last year in June to replace Cecil Staton, AAHOA's former president and CEO when he left the association unexpectedly. "Ken has been instrumental in carrying AAHOA through the past several months, which brought on a lot of change both at AAHOA and in our industry," said AAHOA Chair Vinay Patel. "We're grateful for the time he's spent at AAHOA and wish him nothing but continued success as he transitions to another opportunity." While at AAHOA, Greene oversaw the association's return to in-person events, including the 2021 AAHOA Convention & Trade Show at the Kay Bailey Hutchison Convention Center in Dallas in August. He also helped in write AAHOA's strategic plan and helped restaff the organization after the departure of Staton, the association's executive vice president and COO Rachel Humphrey and others.

THE U.S. TRAVEL Association and Tourism Diversity Matters formed a new strategic partnership to focus on issues related to diversity, equity and inclusion (DEI), a statement from USTA said. The partnership will provide USTA more access to Tourism Diversity Matters' subject matter expertise, research and resources. Founded in 2021, Tourism Diversity Matters addresses blind spots in ethnic disparities within the tourism and events industries. It will provide these industry leaders with resources and tactics to develop more effective DEI strategies to engage, recruit and retain a diverse workforce. DEI is a core priority of USTA, the association said in a statement, and is committed to having a vital role in affecting lasting change and supporting the development of industry-wide DEI plans. The partnership will advance workforce development issues and federal policy initiatives that support travel's recovery, the statement added. "USTA has a clear vision: in working closely with Tourism Diversity Matters, we aim to help the travel sector achieve a truly diverse, equitable and inclusive industry for all," said Roger Dow, USTA's president and CEO and a board member of Tourism Diversity Matters. "Aligning with Tourism Diversity Matters is a great step toward this pursuit that will enrich USTA's membership for years to come."

PEACHTREE GROUP RECENTLY introduced new branding, logo and tagline, "Guided by Intuition, Grounded by Expertise." The branding update aims to project the company's integrated investment strategies and service platforms. This change consolidates the company's varied brand portfolio, renaming Stonehill as Peachtree Group Credit and Peachtree Hospitality Management as Peachtree Group Hospitality Management, the company said in a statement. "The new branding has given us a competitive edge in attracting top-tier talent, ensuring a consistent influx of the best minds and skills to navigate an ever-changing business landscape," said Greg Friedman, CEO and managing principal of Peachtree Group. "Moreover, our strategic branding approach, aimed at consolidating our diverse range of businesses, is poised to unleash even greater untapped potential within our investment platform. This platform, already proven in its value in the hospitality sector, has played a pivotal role in our expansion and diversification into other real estate sectors and ventures."

PEACHSTATE HOSPITALITY RECENTLY selected TPG Hotels & Resorts to manage 10 properties. The contract includes eight Marriott select service hotels and two IHG Hotels & Resorts select service hotels in Georgia. Both the firms have entered into an exclusive strategic agreement for the management of additional hotels in the current and future pipeline to be developed by PeachState Hospitality which is headed by Danny Patel as president and CEO, the statement added. "PeachState Hospitality is a leading owner and developer in our industry, and we are pleased to welcome them as a new partner and these exceptional properties into our portfolio," said Tim Muir, chief development officer, TPG Hotels & Resorts. "We look forward to growing our partnership as they accelerate their development platform over the next few years."

THE AMERICAN HOTEL & Lodging Association and the Hospitality Sales and Marketing Association International Americas have formed a partnership that will more closely align the two associations to benefit their respective members and advance the hospitality industry, AHLA said in a statement. Also, AHLA and its technology committee, HTNG, announced the inaugural AHLA Technology Acceleration Award, a new program to recognize companies that are advancing innovation in hospitality technology. According to the statement, the partnership will create linkages to the industry's sales, marketing, and revenue optimization professionals for AHLA, while expanding HSMAI's organizational reach by aligning it with America's largest hotel association. Under the new agreement, effective April 25, AHLA will provide HSMAI with opportunities to participate in AHLA's On the Road events, and HSMAI will promote the events to its members and local chapters. AHLA and HSMAI will also promote each other's events, campaigns, and education and certification programs, and have reciprocal participation in distribution-focused committees. As per the agreement, AHLA and HSMAI will further explore opportunities to align the work of both organizations' foundations to address industry-wide initiatives on workforce and promoting Diversity, Equity and Inclusion. AHLA and HSMAI leadership will meet regularly to discuss and coordinate key strategic industry issues and shared objectives, the agreement noted. AHLA said the AHLA-HSMAI partnership expands upon a relationship the two organizations started early last year, when HSMAI became a content partner for AHLA's On The Road state hotel conference series, offering innovative and exclusive revenue generation insights at On The Road events.

HIHOTELS BY HOSPITALITY International has entered into a partnership with the travel app Hopper. With this new partnership, Hopper will have a direct connection with hihotels' five brands namely Scottish Inns, Red Carpet Inn, Master Hosts Inns, Downtowner Inns and Passport Inn. These brands will gain access to Hopper's proprietary suite of fintech products that assist with conversion, repeat purchases and profitability, hihotels' said in a statement. According to the statement, Hopper will help hihotels expand its growing online presence, while retaining its customer base. "This strategic alliance with Hopper is yet another way of providing more revenue opportunities and increased exposure for our franchisees," said Gary Gobin, director of operations at hihotels'. "Hopper, previously known for its flights business, has rapidly expanded into hotels, homes and rental cars in recent years - with hotels currently comprising more than half of the company's travel bookings. We like how they are strongly focused on social media marketing, which will improve exposure of our hotels to younger generations who prefer to spend money on experience, rather than higher-priced accommodations." "At Hopper, we strive to provide the best accommodation offerings in the same place that users are booking the rest of their travel," said Lexi Caron, head of Hotel Marketplace at Hopper. "This partnership brings new direct inventory to the Hopper app, which has been downloaded over 100 million times to date and helps us deliver on our promise to offer customers the best price, selection and inventory available."

DALLAS-BASED INVESTMENT firm NewcrestImage has acquired Cambria Hotel Southlake DFW in Southlake, Texas, the company said in a statement. The company took over operations at the 175-room upscale hotel and the management will be provided by Aimbridge Hospitality. In January, NewcrestImage and Aimbridge contracted for Aimbridge for management services and NewcrestImage became a minority shareholder in the management company. "The Cambria Hotel Southlake DFW is a vibrant, contemporary hotel strategically located to attract both business and leisure travelers. We look forward to taking the hotel to new levels of performance, both for guests and for our investors," said Mehul Patel, managing partner and CEO of NewcrestImage.

IT'S BEEN SIX decades of keeping the light on for guests by Motel 6. To mark the occasion, the economy brand is thanking its team members, owners and guests, with plans to stick to the same business model for the next 60 years. Motel 6 began in 1962 in Santa Barbara, California, for just $6 a night in keeping with the philosophy of providing affordable, clean and comfortable lodging, according to the company. Since then, the brand, owned by G6 Hospitality, has followed a strategic development plan that has led it to expand more than 1,400 Motel 6 and Studio 6 locations throughout the U.S. and Canada, said Rob Palleschi, G6 CEO, in a video for the June 25 anniversary. "Years later, our value proposition remains rooted in the same belief, that everyone has the right to travel," Palleschi said. "As we look to the next 60 years, I want to thank every team member and owner for their dedication to our brand."

DALLAS-BASED INVESTMENT firm NewcrestImage will acquire four LaQuinta-branded hotels in a joint venture between Highgate and Cerberus. The properties, with 696 rooms total, include the LaQuinta Inn & Suites at Los Angeles International Airport that is NewcrestImage's first gateway location in California. The company, led by Mehul Patel as managing partner and CEO, also has received the Partnership Circle Award from Marriott International, a statement said. NewcrestImage closed on the LaQuinta Inn & Suites Irving DFW North, located two miles from Dallas Fort Worth International Airport, on July 14. It expects to close in August on the other three hotels, including the LaQuinta Inn & Suites LAX, as well as LaQuinta Inn & Suites Anaheim and LaQuinta Inn Phoenix North. "These properties are uniquely-positioned in strategic destination locations, making them very appealing as we structure a strong investment-based portfolio," Patel said. Mahmood Khimji, Highgate's managing principal, said the four hotels are "well-located and well-positioned." "We are excited to expand our activities with Mehul and the talented NewcrestImage team, along with our friends at Wyndham - all of whom share Highgate's commitment to delivering exceptional guest experiences and operational results," Khimji said.

A JOINT VENTURE between Dallas-based NewcrestImage and Dabu Group has acquired the full-service Marriott Dallas/Fort Worth in Westlake, Texas. The sale was facilitated by Newmark Lodging Capital Markets on behalf of the seller, NewcrestImage said in a statement. The Marriott, slated for a full renovation, features 294 rooms, some with private balconies. It includes a concierge level with a private lounge, a restaurant, a Starbucks outlet, an outdoor pool, a business center and around 15,000 square feet of meeting space. The building was designed by Mexican architect Ricardo Legorreta, the company said. "This deal offers an attractive opportunity to partner with a strong investor in acquiring a property with a track record of robust performance and a strategic location in a dynamic market," said Mehul Patel, managing partner and CEO of NewcrestImage.

VIRDEE, THE CONTACTLESS check-in technology firm, secured $12.4 million in an oversubscribed Series A funding round led by Moneta Ventures, bringing its total funding to $21 million. These funds will be used to finance research, expand product features, grow the workforce, and strengthen the company's presence in the hospitality sector, the company said. Other participants in the latest fundraising process include Silverton Partners, Koch Real Estate Investments, Alumni Ventures, DJR Advisors, Capital Factory, and strategic partners, Virdee said. This investment follows Series Seed financing led by Silverton Partners in February 2022 and a 2020 angel investment led by Rajiv Trivedi, former brand president for Wyndham Hotels & Resorts Inc.'s La Quinta Inn and chairman of TST Capital.

THE AMERICAN HOTEL & Lodging Association formed a new partnership with the AHLA Foundation, and the International Council on Hotel, Restaurant, and Institutional Education to grow the future workforce of the hotel and hospitality industry. As part of the collaboration, which came into effect on June 13, ICHRIE will distribute AHLA Foundation materials and facilitate access to its membership and communication channels. Besides, they will explore future opportunities to engage hospitality management faculty and students, an AHLA statement said. AHLA will also recruit a larger workforce and promote hospitality career opportunities. "We are thrilled to partner with ICHRIE and its outstanding deans, directors, program leaders and members of the major hospitality universities and schools, and work together on our shared mission to strengthen the hotel industry's talent pipeline," said Chip Rogers, president and CEO of AHLA. "As the global leader in hospitality and tourism education and research, ICHRIE will help maximize our reach to students and educators across the nation. Together, AHLA, the AHLA Foundation, and ICHRIE will ensure that all Americans preparing to the enter the workforce are aware of the multitude of great hospitality career opportunities available to them." AHLA's chief operating officer will serve on ICHRIE's new Industry Council to help facilitate relationships, and both AHLA and the AHLA Foundation will participate in ICHRIE's 75th Anniversary Conference this August in Washington, D.C.